Digital strategies and storefronts remain key components for this years’ sales.
ecommerce traffic was up 9 percent over 2015, with ecommerce peak traffic up 39 percent, making this year’s Black Friday a fitting one for the digital set, according to the Verizon Retail Index Black Friday report.
The Verizon Retail Index tracks ecommerce traffic across Verizon’s broadband networks to the top 25 U.S.-based online retailers. Throughout the season, group vice president for retail, distribution and hospitality with Verizon Enterprise Solutions, Michele Dupré, offers insights based on the Index findings.
The Black Friday report found that digital door busters were the key to enticing consumers online en masse this year. Withy peak ecommerce volume up 39 percent over last year’s levels, the digital engagement strategies employed by retailers appear to be effectively capturing the attention of their market audience.
“Retailers have learned to engage consumers in a digital world given shopper response to Black Friday offers,” explained Dupré. “The focus on refining the digital experience however must strike the right balance with engagement strategies that make stores destinations.”
Thanksgiving Day shopping has also become a new tradition for many consumers, and this year the average daily ecommerce traffic was 10 percent higher than Thanksgiving day last year, with peak ecommerce volume 22 percent higher than 2015 levels.
“High consumer confidence paired with attractive promotions have created an irresistible combo for shoppers,” says Dupré. “The challenge in the race for wallet share will be to double down and create a perception of value to entice new customers and reward loyal ones.”
Ultimately, Dupré says, “Retailers have refined their digital strategies. They recognize consumers still get excited about Black Friday deals, yet are enticing and rewarding early shoppers. It’s too soon to tell what the season will bring, but early results are encouraging.”
